COCOCHOCO USA is a keratin hair treatment brand with one foot in the professional salon world and the other in private homes. The redesign had to honor both without splitting the brand. It was also our first full build outside Webflow — a different stack, same standard.
The brand
COCOCHOCO has been around since 2006 and is trusted by professionals in 50+ countries. The flagship product is ONYX — a next-generation smoothing and restoration treatment built on a Glyoxylic Acid complex with natural minerals and botanical extracts. It is formaldehyde-free, has no waiting period after application, and works on the kind of hair where older keratin formulas usually fail.
None of that was coming through on the old US site. The product was there. The story wasn't.
The brief
The earlier site treated salon professionals and home users as one audience. A single shop. A single voice. No clear path from "I'm a stylist with a client tomorrow" to checkout, and no clear path for someone buying their first keratin treatment from home.
Two audiences, one brand, two distinct journeys — that was the structural brief. The creative brief was simpler: make ONYX the centerpiece, make the science visible, and stop sounding like a chemistry textbook in the process.
The category research
Before any design started, we spent hours studying the category. Salon reviews. How stylists actually talk about keratin online. Forums where home users compare brands. What every competitor's homepage was missing.
Three things came back consistently. Clear before/after proof — most brands hide it. A shopping flow that doesn't fight the user — most category sites are punishing on mobile. Honest, plain language — most brands talk down to home users and over the heads of professionals at the same time.
Those three observations became the design brief. Everything else followed.
What we built
- Homepage rebuilt around ONYX as the flagship product, with the science explained in plain language and the before/after evidence placed where it converts
- Two clearly differentiated paths through the site — salon professional and home user — without breaking the brand
- 53-SKU catalog reorganized into a navigation structure that respects how people actually shop
- Full copywriting for the homepage, FAQ, contact, blog posts, Refund & Shipping policies, and a new Education & Certification page concept for the professional side of the business
- Search, filtering, and a shopping flow optimized for the mobile-first reality of how keratin is bought today
A different stack
This was our first full build in Bricks Builder on a WordPress + WooCommerce foundation. After years working primarily in Webflow, the move out of our comfort zone was deliberate — the client's existing stack made WordPress the right choice, and we wanted to know the tool before recommending it to others.
Bricks turned out to be exactly what serious WordPress development needs. Clean structure. Real control over the markup. Performance that holds. Different stack, same standard.
A new vertical
Professional haircare wasn't on our list of verticals when we started the agency. The work we'd been doing was concentrated in private aviation, luxury travel, and real estate — categories that share a particular kind of restraint. Beauty and e-commerce, especially in the professional-and-consumer hybrid space, asks for something different. Louder where the science needs to be loud. Clearer where the science gets buried elsewhere. More direct than restraint usually allows.
It's now on the list.
See the site
Live at cocochoco-usa.com. If you're a salon, a distributor, or a brand looking for a site that converts — we'd love to talk.
Frequently asked questions
Why build a beauty ecommerce site in WordPress and Bricks instead of Webflow?
The platform should serve the brand, not the agency's habit. COCOCHOCO USA needed a stack its team could run and scale for a large catalog, so we built in WordPress and Bricks. We use Webflow for most luxury sites, but not by default.
What does a keratin or hair treatment brand website need?
Proof over adjectives. COCOCHOCO has been trusted in 50-plus countries since 2006, so the site leads with the science and the track record, not decorative claims. Clear product pages and salon-versus-home guidance do the rest.
Who designs websites for beauty and ecommerce brands?
beterdesign designed the COCOCHOCO USA site — a keratin brand — as our first full Bricks build. We work across beauty, aviation, luxury travel, and real estate.
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